SEO Case Study: Australian Art Gallery (Shopify)

Role: SEO consultant guiding the internal SEO and development teams on strategy and execution.

Background

The client is an Australia-based art gallery ecommerce store selling original artworks and prints on Shopify. They operate in a visual and competitive niche and wanted to expand organic reach, increase traffic to collection and blog pages, and grow online sales through organic channels.

Goals

Increase organic traffic and impressions for product, collection, and blog pages
Rank for competitive art-related keywords
Improve site architecture and UX to boost engagement and crawlability
Drive more online sales from organic search

Strategy

1. Comprehensive SEO audit and action plan

Started with a technical and on-page audit covering crawlability, indexation, Core Web Vitals, internal linking, metadata, topical gaps, and competitor analysis. Produced a prioritized 90-day action plan for the SEO and development teams.

2. New collection pages guided by SERP and competitor analysis

Built collection pages aligned with search intent clusters around styles, price range, and artist categories. Each collection included search-aligned titles, meta descriptions, schema, conversion-oriented layouts, and internal links from related blog content.

3. Site architecture and UX improvements with the dev team

Worked with developers to:

Rebuild the main navigation for clearer topical segmentation
Standardize URL structure and improve internal linking between products, collections, and blog content
Improve page layouts for Shopify product and collection pages to increase engagement

4. Semantic content plan and topical map

Created a detailed topical map using semantic SEO principles. We published supporting blog clusters to build topical authority and cross-linked those posts to collection and product pages to transfer relevance and improve discoverability.

Results – 3 month comparison

224% Increase in organic clicks (3 months)
237% Increase in impressions (3 months)
Multiple high value keyword rankings gained

The site experienced a sustained upward trend in visibility and traffic. The total number of ranking keywords increased substantially and the site is now ranking for several competitive terms in the art niche.

What this means for the business

Increased organic visibility is driving more qualified visitors to collections and blog content
Improved site structure and internal linking helps both users and search engines find and index important pages
Targeted content clusters build topical authority and help the brand rank for higher value keywords